Zulu Alpha Kilo has found a way to make a car commercial fun – even with the “essential” sequences showing what the car can do

The campaign film for the Subaru Crosstrek focuses on a trio of rural characters living out in the countryside. Having never seen the vehicle themselves, they share urban legends they’ve heard about this thing that “lives deep in the city” and “wanders the streets at night in search of food”.

The Subaru Crosstrek has become the True Urban Legend.

By filtering this outdoorsy yet urban vehicle’s benefits through rural perspectives, the Crosstrek takes on a mythical, larger-than-life quality, almost supernatural quality, delivered in a fun and unexpected way. The lighthearted campaign aims to connect with younger consumers.

“Our highly awarded Crosstrek is the best-selling vehicle in our line-up, it competes in the extremely competitive subcompact/compact segment,” stated Subaru director marketing and brand management, Gary Sappleton. “It is one of our most versatile and capable SUVs and that makes it the perfect fit for city dwellers that crave some fun and adventure outside of the city as well.”

The campaign is being launched nationally in Canada across OLV, digital, OOH, and social.

“This idea gave us the opportunity to turn the Crosstrek into this larger-than-life hero of urban adventure, while also having a lot of fun with our cast of characters,” stated Zak Mroueh, Zulu Alpha Kilo founder & creative chairman. “Delivering the Crosstrek’s benefits through their urban legends let us hit every proof point in funny and memorable ways.”

Zulu Alpha Kilo led the strategy and creative development. Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

Credits:
Agency: Zulu Alpha Kilo 
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director & Art Director: Michael Siegers 
Creative Director & Copywriter: Jonah Flynn
Art Directors: Jack Hwang, Samantha Lee 
Copywriter: Shelagh Moore
Account Team: Corina Wilkes, Sabrina Zavarise, Hayley Blackmore, Robin Scott
Planning Team: Heather Segal, Cameron Fleming, Shaunagh Farrelly
Producer: Karen Blazer
Client: Subaru Canada
Client Team: Cynthia Bouris, Gary Sappleton, Ashley Lazarus 
Media Agency: OMD 

Production Company: Radke
Director: Guy Manwaring
Post Production Company: Zulubot
Editor: Micah Rix-Hayes
Music House: Eggplant